Cannes Lions
MARK BBDO, Prague / GENERAL BOTTLERS / 2011
Overview
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Credits
Description
At the beginning of 2010, we launched a project "Refresh your World." The idea was to help young people in the Czech Republic change symbols of grey reality in towns all over the country. We focused on old and ugly bus stops, mostly leftovers from the Communist era.
Within one month young people sent us more than 3,000 fantastic designs. We were delighted, but very naïve.We had a major problem: only one of the selected cities gave us official permission to build a new bus stop. We hit the merciless wall of bureaucracy and indifference. But we didn’t give up.
On our website we posted a daring challenge: "We are looking for brave mayors!" Young people took up our challenge and started contacting mayors in their towns and villages.Faced with such great enthusiasm and support from the people, the bureaucrats quickly changed their mind.160 mayors agreed to build our bus stop in their town!
Execution
On our website we posted a daring challenge: "We are looking for brave mayors!" Via our website we addressed the mayors of smaller towns and offered them our winning designs of bus stops.
Outcome
Young people took up our challenge and started contacting mayors in their towns and villages.Within a week, we have received the support of almost 8,000 people and hundreds of contacts to town mayors. Faced with such great enthusiasm and support from the people, the bureaucrats quickly changed their minds.160 mayors agreed to build our bus stop in their town!
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